Honoring success in the arts and entertainment, including films, magazines, TV shows, books, newspapers, or Web sites.

Recognizing outstanding success in the ongoing development, repositioning, reinvigoration, or relaunch of an established consumer brand (either a product or a service) through the use of PR

Recognizing achievement in the launch of a new product or service and the ability to create buzz and brand recognition through the use of PR

Recognizing the best tech campaign - which may include product launches or innovations, uses and applications of technology, or tech issues and advancements - in a category that is open to both business-to-business and consumer practice areas.

Recognizing campaigns within a niche business sector or the business community at large

This award focuses on products, services, and organizations, from pharmaceutical to biotech, managed care to hospitals

Recognizing skill in communicating a merger or acquisition, change management, rebranding, restructuring, layoffs, or other issue/problem of an internal communications nature

Recognizing outstanding achievement in local projects or ongoing local community programs in areas such as the environment, education, enterprise, health, the arts, law and order, and equal opportunity

This category is open to campaigns or components of campaigns that are specifically aimed at multicultural groups, particularly in terms of ethnic origin, or sexual or religious preference.

Entries can relate to any market sector (crisis, healthcare, consumer, internal communications, etc.), but must be for work executed outside the US in two or more regions by a US-based office or department

Honoring the most outstanding use of PR in the launch of a new company, or in a corporate rebranding initiative. The chosen entries demonstrate effective recognition beyond mere brand-name recognition to show an appreciation and understanding of key message points among the target audience

Recognizing the most effective use of public affairs to change/enlist political and/or public opinion. Specific focus was placed on execution of research, media relations, grassroots community activity, and lobbying

Recognizing work that is primarily targeted at investors/stakeholders or other financial audiences.

Recognizing the most effective crisis- or issues-management work by an agency, corporate PR team, or a combination of both

Open to government departments and public-sector agencies (e.g., federal, state, military, municipal, local, or public health authorities), this award recognizes effectiveness in communicating and addressing issues related to a single public-interest topic (e.g., health, crime, defense, etc.)

Recognizing the most effective work by a nonprofit organization for fundraising, or in changing or enlisting political, public, or corporate opinion. The cost-effectiveness of the campaign and, in the case of fundraising activities, the amount of money raised, were also strongly considered

Recognizing a campaign or ongoing project that utilizes or integrates a social cause to promote or enhance corporate image or specific products/services

Recognizing outstanding personal achievement within the PR industry in the period covered by this year's Awards, as well as career achievements to date

Open to PR pros who entered the industry no earlier than October 5, 2004, nominees are judged based on outstanding achievement in handling clients or senior-level staff, develop-ment of PR strategy, business savvy, creativity, knowledge of PR tactics, and contributions to business objectives

Open to all students enrolled in a US college or university between December 14, 2006, and December 14, 2007. Category entrants were presented with a true test of their PR acumen, devising a plan to create a PR campaign for youth entrepreneurship nonprofit Youth Venture to increase its exposure to the target demographic - 12- to 20- year-olds

Recognizing the most effective or creative use of the Web/new media to execute or support a PR campaign. The award can honor anything from the creation or upgrading of an Internet or intranet Web site, webcasts, blogging, podcasting, mobile technology, the use of targeted or viral e-mail, or the addition of a key function, such as online polling, as a key PR tool

Recognizing the combination of creativity, cost-effectiveness, and overall impact of a VNR, ANR, or SMT

Recognizing the most effective use of research and evaluation in both setting aims and measuring success for a campaign. Judges sought evidence of how research among target audiences was used to help set the objectives and strategy, and of an effective media evaluation, and how it was used to measure the effectiveness of the campaign against those goals

Open to agencies, service companies, corporate teams, nonprofits, and other organizations, this award recognizes the best technology-based solution or new service launched during the 12-month eligibility period that shows a lasting impact on the practice of PR

Recognizing the most effective, attention-grabbing promotional event of the year

Open to any in-house nonprofit PR team, this award recognizes success in addressing management issues and goals in handling communications campaigns and programs, including crises

Open to any corporate PR department with five professional employees or fewer, this award recognizes success in addressing the spectrum of management issues and objectives, and in handling corporate communications, campaigns, and programs, including crisis situations

Open to any corporate/company PR department that has more than five professional employees, this award recognizes success in addressing the spectrum of management issues and goals, and in handling corporate communications campaigns and programs, including crises

Open to any PR firm whose annual PR income (fees plus mark-up on disbursements) is up to $10 million, this award recognizes financial and client-list growth, client retention, and PR creativity and innovation

Open to any a PR firm with annual PR income (fees plus mark-up on disbursements) between $10 million and $65 million, this award recognizes financial and client-list growth, client retention, and PR creativity and innovation

Open to any PR firm whose annual PR income (fees plus mark-up for disbursements) is $65 million and above, this award recognizes financial and client-list growth, client retention, and PR creativity and innovation

This award was judged by comparing the winners of the Small, Midsize, and Large PR Agency of the Year categories. Judges looked for financial growth, profit margins, client roster growth, client retention, client satisfaction, good HR practices, innovation, and creativity. All of these achievements were considered relative to the agency's size and previous standing

Of all the outstanding campaigns we are honoring this year, choosing one for this accolade was no easy task. This award goes to the campaign that not only epitomizes the very best in PR ethics and tactics, it also displays the power of PR to help overcome tremendous obstacles